The Laundress Continues Global Retail Expansion with First International Flagship Store in Seoul

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Opening Debuts New City Exclusive Product, Seoul

“Among the Asian markets, Korea is an in-demand luxury market for The Laundress with a highly sophisticated clientele that has expertise in fashion and beauty products.

The Laundress, the global eco-friendly detergent, fabric care, and home cleaning company, has opened its first flagship store in Seoul’s Garosu-gil in Sinsa-dong. Garosu-gil, an upscale street of Sinsa-dong in the Gangnam area, is known as a hot spot for beauty and fashion. This brand expansion in the Korean market with it’s first branded retail store was constructed to replicate the in-store experience of the New York City flagship. Designed and curated by brand co-founders Gwen L. Whiting and Lindsey J. Boyd, the new retail location allows for clients to explore and experience the brand firsthand.

The Laundress Seoul flagship is a one-stop shop for The Laundress collection, serving as a platform to showcase the brand’s product lines, build a deeper, more personalized experience with customers, The store offers clients an opportunity to: engage in a physical brand experience; ask even the most intimate laundry and home care questions and learn instructional how-tos from the store associates.

“Among the Asian markets, Korea is an in-demand luxury market for The Laundress with a highly sophisticated audience that has expertise in fashion and beauty products. We have seen strong growth here since we first launched in 2009 and a very loyal clientele. Our store opening signals our recognition of this customer base and provides them with a brick and mortar environment to drive and elevate our brand experience even further.” says, Lindsey J. Boyd, The Laundress co-founder.

The launch of the Seoul flagship store was the perfect opportunity to create the first, city-exclusive product – Seoul Fabric Fresh. The scent is a celebration of the passionate Korean Laundress customers and their commitment to the proper care of their clothing and their homes. A fresh take on a traditional rose fragrance served as the inspiration with a blend of leafy greens and basil, softened by the light floral notes of white flower and jasmine. New York-based artist and friend of The Laundress, Daniela Kamiliotis created the illustrated label featuring Seoul’s trademark N-Tower alongside the Korean-inspired Laundress lady.

“We love that we are able to launch the first city-exclusive product in Seoul. We have always wanted to launch a city-exclusive series to celebrate our favorite places and Laundresses around the world. The timing is perfect to introduce this collection with the opening of our first international flagship," says, Gwen L. Whiting, The Laundress co-founder.

Future plans for in-store activities and pop up collaborations with beauty, fashion, and lifestyle brands are in the works.

About The Laundress:
Gwen L. Whiting and Lindsey J. Boyd, Co-founders of The Laundress, created this eco-friendly line of detergent, fabric care, and home cleaning to turn domestic chores into a luxurious experience. Gwen and Lindsey were educated in Fiber Science, Textile and Apparel Management and Design at Cornell University. Their extensive professional experience at Ralph Lauren and CHANEL, merged with their educational backgrounds, created a unique knowledge and passion for fine fabrics and garment and home care. The Laundress products are formulated for the specific fabric or surface, combining the most effective nontoxic and biodegradable ingredients with unique and complex scents. The Laundress has been in business for over a decade and is available in 38 countries and over 1,500 fine retailers/boutiques worldwide including J. Crew, Barneys, Net-a-Porter, Bloomingdale’s, Lane Crawford, Conran Shop-Tokyo, Isetan and In November 2015, The Laundress opened their global flagship at 199 Prince Street in the Soho neighborhood of New York City.

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Bell Courtney
The Laundress
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Carrie Cowan
The Laundress
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